銀行財富管理服務體驗感受之研究－以某商業銀行為例

THE RESEARCH OF SERVICE EXPERIENCE FEELINGS FROM BANKING OF WEALTH MANAGEMENT– AN EXAMPLE OF A COMMERCIAL BANK

陳芊彣(CHIEN-WEN CHEN)

指導教授 ： 古永嘉

國立臺北大學/商學院/國際財務金融碩士在職專班/碩士(2011年)

摘要

由於金融機構個人投資理財商品種類的廣泛與多元化，個人投資者在理財的整體滿意度逐漸受到重視與追求，本研究從個人理財態度偏好來探討在不同理財者的理財偏好程度對於銀行的服務品質，乃至於對個人理財的整體滿意度與忠誠度有何影響來做分析比較。
研究結果顯示，個人理財的整體偏好程度與銀行服務體驗可以明顯區分為二個主要向度。個人理財態度偏好程度越積極者、越能體驗感受較高的銀行服務品質，則其理財滿意度會越高，對銀行的忠誠度也會越高；反之，個人理財態度偏好程度越消極者、越體驗感受不到銀行的服務品質，則其理財滿意度就會越低，對銀行的忠誠度也會越低。

關鍵字

理財態度偏好 ； 服務品質 ； 滿意度 ； 忠誠度

並列摘要

Because of the broad and diverse types of personal finance goods of financial institutions, individual investors have more increasingly attention in the financial management of the overall satisfaction. This study engages the personal financial attitude preferences to discuss the different preference in financial management for banking services quality, even analyze and comparer the impact on personal financial management to satisfaction and loyalty.
The results showed that overall satisfaction of personal finance and loyalty can obviously be divided into two main dimensions. Personal Finance preference for the more positive attitude who feels more able to experience the high quality of banking services, their satisfaction will show higher loyalty of the bank. In the contrary, personal finance preference for the more negative attitude toward those the more experience do not feel the service quality of banks, their financial satisfaction will show lower loyalty of the bank.

並列關鍵字

Financial Preferences ； Service Quality ； Satisfaction ； Loyalty

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